B-to-C Events

Immersive entertainment experiences have seen explosive growth of late, and Grand Marnier added fuel to the fire on Sept. 19 at a historic opera house in Brooklyn, NY. As part of a strategic shift toward engaging younger, diverse consumers, the brand fused two unlikely art forms—hip-hop and ballet—to deliver “DS2 Remixed: The Ballet,” a sophisticated, […]

This week’s hot takes on hot topics in experiential marketing cover Farmer’s Barkets, Pizza Plazas and Hair Monsters.

There are many ways to describe the Hendrick’s Gin brand, but “boring” isn’t one of them. Over the years, the company has built a peculiar “Giniverse”—inspired by the unusual way its liquid is distilled—and an assortment of eccentric live experiences to match. Take this year’s Tales of the Cocktail conference in New Orleans, LA, where […]

Fans of video game Lords of the Fallen are hard core, and CI Games knows its audience. So for the sequel reveal at Gamescom 2025, held Aug. 20-24 in Cologne, Germany, the independent video game developer and publisher brought the game’s dark fantasy world to life on the show floor with a themed activation called […]

In the age of influence, it pays to partner with a global icon. And that’s exactly what Tequila Don Julio 1942 had in mind when it launched its first-ever worldwide product collab alongside renowned South Korean dj, producer and fashion influencer, Peggy Gou. The brand dug into its deep roots in the nightlife scene to […]